Marketing Information Technology and Customer-Centred Performance in the Nigerian Banking Sector: Evidence From First Bank Nigeria Plc, Uyo Branch

This study examined marketing information technology and customer-centred performance in the Nigerian banking sector, using First Bank Nigeria Plc, Uyo Branch, as a case study. Three objectives guided the study: to determine the relationship between marketing information systems and customer relationship management performance; to assess the effect of information technology infrastructure on service delivery performance; and to evaluate the influence of electronic marketing channels on customer acquisition and retention. A descriptive survey design was adopted, with a sample of 78 staff drawn from a population of 96 using the Taro Yamane formula and simple random sampling. Data were collected using a structured, validated questionnaire (Cronbach's alpha = 0.81) and analysed using descriptive statistics, Pearson Product Moment Correlation, and simple linear regression. Findings showed that marketing information systems were significantly and positively related to customer relationship management performance (r = .647, p < .001); information technology infrastructure had a significant positive effect on service delivery performance, accounting for approximately 51% of its variance (R² = .507, β = .582, p < .001); and electronic marketing channels were significantly and positively related to customer acquisition and retention (r = .598, p < .001). The study concludes that marketing information technology constitutes a critical, measurable driver of customer-centred performance in service-oriented banking operations, and recommends sustained investment in technology infrastructure, structured staff capacity development, and institutionalised customer data analytics.